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Preparing Your Agency for AI Success

Tom Wilson

By TOM WILSON

 

AI is no longer a futuristic concept—it’s here, and it’s reshaping the way businesses operate. For marketing and creative agencies, AI can unlock efficiency, enhance creativity, and boost productivity. But here’s the catch: without strong operational foundations, AI can make things feel even more complicated and you feel even further behind the curve. .


At a recent webinar, I was asked to answer some questions from agency leaders around this topic and below, I’ve distilled some of the key insights and actionable steps from that session to help you make AI work for your business.


Why Agencies Struggle with AI Implementation

One common question was: why do agencies view AI as a quick fix, and what problems does this mindset create?

All agencies chase quick wins. Course you do. You are time poor and pressure heavy and  AI is marketed as a magic bullet, but the truth is more complicated. While generative AI can deliver immediate results, the true value for agencies lies in driving long-term efficiency and productivity. To get there, you need clear processes and well-organised data. 


Think of it this way: you can’t put the cherry on top before you’ve baked the cake. For agencies, “baking the cake” means aligning technology, data, processes, and people around a clear goal. Skipping this step will lead to inefficiencies and missed opportunities down the road.



Signs Your Agency Isn’t Ready for AI

How can you tell if your agency isn’t ready to implement AI? Here are the warning signs:

  • Undefined Processes: If your team handles tasks differently every time, it’s impossible to optimise or standardise.

  • Poor Data Organisation: Many agencies don’t know where their data lives or how to access it.

  • Underused Tools: Most agencies use only a fraction of their existing software’s capabilities.

For example, I worked with a creative agency that spent a considerable amount of dosh on preparing example work for potential clients as part of a demo process to win new projects. By systemising their processes and automating key steps around the way they prepared the work, we cut their demo costs in half and doubled their conversion rate! Didn’t even touch AI.


Laying the Groundwork for AI

Before you dive into AI, focus on these foundational steps:

  1. Standardise Processes:

    • Define best practices for common tasks like onboarding, pitching, and reporting.

    • Ensure everyone follows the same methods.

    • Use tools like Monday.com or Asana to track workflows if you can but a spreadsheet also works.

  2. Organise Your Data:

    • Decide where to store files (e.g., Google Drive or SharePoint) and stick to it.

    • Implement consistent file naming conventions.

    • Clean up your CRM to ensure accurate, actionable data.

  3. Audit Your Tech Stack:

    • List all the tools you’re using, their costs, and their functionalities.

    • Identify unused or duplicated tools.

    • Host team sessions to explore underused features.



Simple AI Wins to Get Started

Many agency leaders asked for low-effort, high-impact AI applications. Here are some ideas:

  • Transcriptions and briefing: Record client calls, transcribe them, and use client responses to form a client brief.

  • Automated Reporting: Use AI tools to generate monthly client reports with consistent formatting.

  • AI-Powered Ideation: Leverage tools like ChatGPT for brainstorming campaign concepts or drafting briefs.

  • Image Generation: Explore AI design tools to quickly create mock-ups or concept visuals.

Remember, these wins are only impactful if your data and processes are in order first. If you put sh!t in, you will get sh!t out. 



Overcoming Resistance to Change

Getting your team on board is crucial. Here’s how to approach it:

  • Involve Your Team: Ask for their input when refining processes. They often have the best insights.

  • Provide Resources: Equip your team with the tools and training they need to succeed and the space to explore.

  • Highlight Benefits: Show how new systems will save time and reduce frustration.

Operations are 10% process and 90% people. Changes come from people behaving the way you need them to. For people to change they have to understand how they will benefit from it. 



Avoiding Common Pitfalls

A major misconception is that AI will solve all your problems or that it’s too complex to implement. Neither is true. The key is to approach AI adoption strategically:

  1. Identify the problem you want to solve.

  2. Measure the current time, cost, or errors associated with the task.

  3. Implement a solution, then measure the impact.

Don’t innovate just to innovate. Great innovation solves a very real, very impactful problem. Get good at identifying problems that affect your efficiency or consistency and solve them first. 



 


Moving Forward

AI can be a game-changer for your agency, but only if you’re prepared. Focus on building solid operational foundations. Organise your data. Simplify your processes. Make full use of the tools you already have. Then explore AI as a way to enhance what’s already working.

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